Riding on the back of an innovative product range, the Coimbatore-based Shiva Texyarn has made rapid inroads into the domestic as well as key global markets. A strong commitment to R&D, continuous upgradation of infrastructure, and the foresight of the top management has seen the company stand out from the crowd.
The Textile Magazine recently caught up with Mr. Sundararaman, Executive Director, Shiva Texyarn, and got to know about the recent developments in the company.
Giving an update on the latest happenings in the company, Mr. Sundararaman said: “You can divide our product line into military/technical and non-military products. Non-military are basically our two branded products – ‘Wulf’ and ‘Quick Dry’. Our unbranded products include coated fabric for artists’ canvas and the technical textile meant for use by the Defence sector. We have been doing well in all the segments. Quick Dry, for example, has been clocking a growth rate of 30% annually in recent times. There are indications that it should do better in 2016-17.”
With respect to the Wulf range, Mr. Sundararaman said that there has been a rethink on the marketing strategy. Explaining it, he observed: “We are thinking of getting out of the conventional backpack segment into more specialized niche products. For example, we have recently launched a product range called ‘Wulf Pro’ aimed at wildlife photographers. Going forward, we will be adding some more specialized products as part of the range.”
The company is considered one of the leading exporters of canvas clothing meant for painting and digital printing in European countries and China. “We are probably the largest exporter of coated canvas fabric in the country today. We hope to retain our pre-eminent position in the future too”, added Mr. Sundararaman.
Shiva Texyarn has been one of the forerunners in the field of technical textiles. Going into details about this particular area, Mr. Sundararaman, who is also the Vice Chairman of the India Technical Textile Association (ITTA), said: “We have started supplying laminated fabrics used for specialized uniform to ordnance factories. The project is doing very well. Recently, a large Indian garment manufacturer took up the order to supply the same product to ordnance factories. We plan to supply the product to them too. I am speaking to them for the same. It will be a Rs. 25-crore worth project.”
The company has also developed a highly specialized CBRN (Chemical, Biological, Radioactive, and Nuclear) product. “We have orders worth Rs. 55 crores for the product. So, all in all, it has been a good year for us on the technical textiles front too.”
As a key member of ITTA, Mr. Sundararaman is happy with the fact that products from Indian manufacturers are able to make the cut and are being accepted by the Defence sector. Citing examples, he said: “A backpack meant for soldiers in the Siachen glacier from an Indian manufacturer has been accepted. Similarly, another manufacturer has been able to come up with textile products which have passed the – 50° Celsius temperature threshold limit. So, a lot of product development is happening.”
With regard to the proposed GST roll-out, Mr. Sundararaman wants to adopt a wait and watch approach. “Once the actual roll-out happens, things will begin to get clearer. However, I am optimistic though that it will have a positive impact on the textile industry.”
Going forward, Mr. Sundararaman sounded optimistic about the continued growth opportunities in the textile industry. On a parting note, he said: “Overall, things are moving in the right direction. The opportunities for value-added garments are on the rise and we are very well positioned to take advantage of these opportunities.”